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Startup Marketing 4 DEADLY THINGS @aprildunford April Dunford, CEO, Sprintly Outreachdigital.org @outreachdigit

Startup Growth & Effective Marketing

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Page 1: Startup Growth & Effective Marketing

Startup Marketing

4 DEADLY THINGS

@aprildunford April Dunford, CEO, SprintlyOutreachdigital.org@outreachdigit

Page 2: Startup Growth & Effective Marketing

I’VE LEARNED SOME STUFF

STARTUPS BIG COMPANIES ACQUISITIONSOutreachdigital.org

@outreachdigit

Page 3: Startup Growth & Effective Marketing

4 ROOT CAUSES

There are

Of startup marketing suffering

Outreachdigital.org@outreachdigit

Page 4: Startup Growth & Effective Marketing

THE ESSENCE OF STRATEGY IS CHOOSING WHAT NOT TO DO – PETER DRUCKER

Outreachdigital.org@outreachdigit

Page 5: Startup Growth & Effective Marketing

1: NOT UNDERSTANDING THE BUYER

Outreachdigital.org@outreachdigit

Page 6: Startup Growth & Effective Marketing

Revenue was bad and we blamed the economy

the buying power had shifted from IT to Sales and we missed it

STORY: FOCUSING ON THE WRONG BUYER

Outreachdigital.org@outreachdigit

Page 7: Startup Growth & Effective Marketing

STORY: CREATIVE GROWTH HACKING THROUGH DEEP CUSTOMER UNDERSTANDING

Outreachdigital.org@outreachdigit

Page 8: Startup Growth & Effective Marketing

OUT OF CLUTTER, FIND SIMPLICITY– Albert Einstein

Outreachdigital.org@outreachdigit

Page 9: Startup Growth & Effective Marketing

2: MARKETING ALL THE FEATURES

Outreachdigital.org@outreachdigit

Page 10: Startup Growth & Effective Marketing

Our solution had the same features as everyone else, except one.

The more we focused on the benefits of that one thing, the more we sold.

STORY: DIFFERENTIATORS ARE

EVERYTHING

Outreachdigital.org@outreachdigit

Page 11: Startup Growth & Effective Marketing

I HAVE TO LEARN TO THINK LIKE AN ANIMAL…I’VE GOT TO GET INSIDE THIS GUY’S PELT AND CRAWL AROUND FOR A FEW DAYS– Carl Spackler

Outreachdigital.org@outreachdigit

Page 12: Startup Growth & Effective Marketing

3: NOT UNDERSTANDING THE BUYING PROCESS

Outreachdigital.org@outreachdigit

Page 13: Startup Growth & Effective Marketing

UNDERSTANDING THE BUYING PROCESS

• COST OF STATUS QUO VS. CURRENT SOLUTIONSI’M GOOD

THANKS

• VALUE VS. RISK

OK BUT NOT NOW • SOLUTIONS

VS MY NEEDS

WHICH ONE?

• WHY NOW? BUDGET

BUY IT!• USABILITY

AND PROMISES

USE IT

• EXPERIENCE VS NEW PROMISES

REPEAT

Page 14: Startup Growth & Effective Marketing

MAPPING TACTICS TO THE BUYING PROCESS

• COST OF STATUS QUO VS. CURRENT SOLUTIONSI’M GOOD

THANKS

• VALUE VS. RISK

OK BUT NOT NOW • SOLUTIONS

VS MY NEEDS

WHICH ONE?

• WHY NOW? BUDGET

BUY IT!• USABILITY

AND PROMISES

USE IT

• EXPERIENCE VS NEW PROMISES

REPEAT

PROBLEMS SOLUTION ENGAGEMENT

MARKET THE PROBLEMS

MARKET THE SOLUTION

ENGAGE

Page 15: Startup Growth & Effective Marketing

MAN’S MIND, ONCE STRETCHED BY A NEW IDEA, NEVER REGAINS ITS ORIGINAL DIMENSIONS – OLIVER WENDELL HOLMES

Outreachdigital.org@outreachdigit

Page 16: Startup Growth & Effective Marketing

4: NOT BEING STRATEGIC ABOUT POSITIONING

Outreachdigital.org@outreachdigit

Page 17: Startup Growth & Effective Marketing

STORIES: a) When is a Database not a Database? b) What’s the difference between a robot and a self-driving car?

Outreachdigital.org@outreachdigit

Page 18: Startup Growth & Effective Marketing

GET INSIDE YOUR CUSTOMER’S HEAD

UNDERSTAND HOW THEY BUY

PICK A FRAME THAT PLAYS TO YOUR

STRENGTHS

Page 19: Startup Growth & Effective Marketing

APRIL DUNFORDRocketWatcher.com

@AprilDunfordOutreachdigital.org

@outreachdigit